Koncepty Fair trade a Direct trade se zaměřením na český trh: Případová studie společností Tchibo Praha, spol. s.r.o a mamacoffee s.r.o

This bachelor thesis is focused on the comparison of Fair Trade and Direct Trade concepts and their implementation by Tchibo Prague, spol. s.r.o. and mamacoffee s.r.o. The main aim of this work is the evaluation of the concepts and recommendation to Czech companies in the coffee industry if they are considering the implementation of one of these concepts in their business strategy. First the reader is introduced to both concepts. Furthermore, both companies and their implementation of given concepts are characterized. To achieve the goal, in-depth interviews were conducted with representatives of both companies, where questions were based on the strategy of differentiation and Porter’s model of five competitive forces. The acquired knowledge was analyzed and based on this evaluation the summary and recommendation were given in the last part of the work.